Mount Sinai Social Media Audit Findings Social Media Summer Internship 2021 Department of Psychiatry Anastasi Sharp
Findings: Research • Hospitals/health organizations challenged by disconnects in communicating their social media policy internally and externally. • Some channels are very familiar to the medical/research community, but emerging/underutilized channels are also worth considering. • Research reveals distinct functions and success factors of social media use by health organizations.
Findings: Audience • By far, largest audience is members of the medical / research community at Mount Sinai (students, doctors, professors, etc) • Second are other accounts at Mount Sinai • Significant number of members of the public and / or non-medical professionals.
Findings: Mount Sinai Psychiatry Social Media • Themes / strategies: • Drawing links between department and trending mental health topics. • Faculty spotlights • Posts about media exposure. • Posts about event promotion. • Cross-sharing from related Mount Sinai accounts (ex Friedman Brain Institute). • Common content across Facebook and Twitter • Instagram is more visual and warmer in tone. • Tone: collegial / professional • Content: high-quality, info sometimes verbose.
Findings: UCSF Psychiatry Social Media • Themes / strategies: • Events that unify the UCSF Psychiatry community • Content is channel-specific • Use of themed posts • Tone: collegial yet friendly and unifying. • Content: clever, concise, sometimes lacking context.
Opportunities • Focus posts on what distinguishes Mount Sinai Psychiatry in relation to the competition (ex faculty members, size of the department, etc). • Create content that is tailored to Mount Sinai’s core following: members of the psychiatry community both within and outside Mount Sinai. Can be achieved through thought leadership (ex blogging). • Occasionally address the general public, answering questions, educating them, etc.
Opportunities • Reposition Mount Sinai Psychiatry as more than an extension of Icahn (ex on YouTube) • Play more of an advocacy / educational role in posts. • Create a two-way dialogue with the audience. • Partner with Mount Sinai’s internal audiences (ex other departments). • Apply some of the charm, conciseness and visual flair of Mount Sinai’s Instagram channel to its other channels.
Opportunities • Consider expansion to other channels both common in medicine (ex LinkedIn) and uncommon channels (in the field of medicine) (ex. Pinterest). • Consider using Mount Sinai Psychiatry’s channel as a tool for recruiting staff, residents, etc. • Take advantage of Mount Sinai Psychiatry’s ‘owned’ assets, for example blogs, student testimonials in posts.